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France pursues U.K. underwear market
LONDON, (UPI) -- The French government is so intent on increasing its share of the British lingerie market it dispatched a delegation of models bearing free samples to London.
The French lingerie federation, the official representative of the French government, led by Ulyana Sukach, deployed a cadre of lingerie models wearing items made by eight leading French manufacturers on a tour of London streets, where they handed out gift bags containing samples of women's underwear.
Sukach, apparently showing enthusiasm for the undertaking, volunteered during an interview with The Times of London that she was -- at that moment -- wearing lingerie by Princesse tam.tam, the newspaper said.
The federation has published a 260-page guide, Etude Lingerie, that identifies Britain as the second-largest market in Europe for lingerie. British lingerie consumers are outspent only by their French counterparts.
British lingerie mavens say they appreciate French things, largely because they fit so well.
Nicky Clayton of Rigby & Peller, which purveys lingerie and swimwear, says French underwear "is chic and exquisite and the fit is incredible."
Sukach isn't wild about the top-selling U.S., Victoria's Secret.
"That is not our competition," she said. "French lingerie is the very best quality."
The toughest competition for upscale lingerie might come from discount stores like Primark that sell bra-and-panty sets for a lot less than the high end items fetch.
"You can pick up a set for ($11), even ($8) sometimes," a distributor at a lingerie industry reception said. "The quality might not be there but at that price it's difficult to pass up."
LONDON, (UPI) -- The French government is so intent on increasing its share of the British lingerie market it dispatched a delegation of models bearing free samples to London.
The French lingerie federation, the official representative of the French government, led by Ulyana Sukach, deployed a cadre of lingerie models wearing items made by eight leading French manufacturers on a tour of London streets, where they handed out gift bags containing samples of women's underwear.
Sukach, apparently showing enthusiasm for the undertaking, volunteered during an interview with The Times of London that she was -- at that moment -- wearing lingerie by Princesse tam.tam, the newspaper said.
The federation has published a 260-page guide, Etude Lingerie, that identifies Britain as the second-largest market in Europe for lingerie. British lingerie consumers are outspent only by their French counterparts.
British lingerie mavens say they appreciate French things, largely because they fit so well.
Nicky Clayton of Rigby & Peller, which purveys lingerie and swimwear, says French underwear "is chic and exquisite and the fit is incredible."
Sukach isn't wild about the top-selling U.S., Victoria's Secret.
"That is not our competition," she said. "French lingerie is the very best quality."
The toughest competition for upscale lingerie might come from discount stores like Primark that sell bra-and-panty sets for a lot less than the high end items fetch.
"You can pick up a set for ($11), even ($8) sometimes," a distributor at a lingerie industry reception said. "The quality might not be there but at that price it's difficult to pass up."
